Aldi Expertly Trolls Marks & Spencer Over Cuthbert The Caterpillar Legal Action
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To sum up what's going on, M&S launched its Colin the Caterpillar cake around 30 years ago, adding festive adaptations and Connie the Caterpillar to its caterpillar cake range over the years.
Many supermarkets have subsequently launched similar cakes of their own - such as Sainsbury's Wiggles, Tesco's Curly, Morris by Morrisons, the Co-op's Charlie, Cecil by Waitrose and Asda's Clyde - but it seems Aldi's Cuthbert the Caterpillar has crossed a line.
M&S wants Aldi to remove the product from sale and agree not to sell anything similar in the future - but judging by the German supermarket's social media posts, it looks like it won't give this one up without a fight.
On Facebook and Twitter, it said: "This is not just any court case, this is... #FreeCuthbert
The taunting post received more than 14,000 reactions and 3,200 shares on Facebook in under an hour, with many people clearly tickled by the jibe.
In case the joke has gone over your head, M&S famously had an ad campaign in which it used the 'not just' line. For example, 'This is not just any cheesecake, this is M&S cheesecake, made with the cream of the sexiest cow in Jersey', or something like that.
So Aldi has responded to M&S kicking off about it allegedly nicking its ideas by using one of its own lines against it. Surely even M&S would have to admit that's some top notch sh*thousery right there.
M&S launched an intellectual property claim with the High Court this week, arguing the similarity of Aldi's product leads consumers to believe they are of the same standard and 'rides on the coat-tails' of M&S's reputation.
M&S has three trademarks relating to Colin and believes it/he has an enhanced distinctive character and reputation.
A spokesman said: "Because we know the M&S brand is special to our customers and they expect only the very best from us, love and care goes into every M&S product on our shelves.
"We want to protect Colin, Connie and our reputation for freshness, quality, innovation and value."
Aldi declined to comment.